Collectible surprise toys have exploded in popularity, representing a significant portion of toy sales, with collectible and unboxing toy segments growing at nearly 20% annually. The surprise toy trend is captivating children and adults alike, with data showing that 90% of kids ages 6 to 17 years old are engaging with collectible surprise toy brands.
Social media is fuelling this trend, with these kids engaging with brands like ZURU, which has noted that partnering with toy unboxing influencers results in sales increases by up to 30% especially during peak shopping times like Black Friday and Christmas.
“Surprise and collectible toys offer kids an adventure before they even reach the toy itself; unboxing isn’t just about getting to the toy, it’s about creating an experience that encourages suspense and exhilaration,” says Glenn Ambrose, country manager at ZURU South Africa.
“ZURU, whose exclusive unboxing experiences with Mini Brands that include fashion, sneakers, home accessories and retro items, have rapidly earned a place on holiday wish lists worldwide. Our unique approach to interactive packaging makes the act of unwrapping almost as fun as the toy inside, sparking creativity, surprise and endless entertainment for kids and adults alike,” he explains.
“Social media platforms like YouTube, TikTok and Instagram have played an integral role in boosting this trend, where unboxing videos generate high engagement and drive curiosity. The Mini Brands, Rainbocorns, Smashers and the new Pets Alive Magic Bunnies, Mama Duck and Baby Surprise enhance playtime with the excitement of the unboxing journey itself.”
In South Africa, the trend mirrors this growth, as Ambrose explains: “An increasing number of parents cite the appeal of interactive, screen-free play options. For parents, surprise toys are a win-win: They not only capture their children’s attention, but the collectibles format promotes repeated engagement as kids work to complete each series.”
ZURU’s Mini Brands and Rainbocorns Eggzania series have remained popular holiday picks, with children eagerly collecting and swapping these items to complete their collections. In addition, ZURU’s 5 Surprise My Mini Baby encourages imaginative play, and the MasterChef or Garden surprises provide additional layers of joy through the thrill of creating and discovery.
ZURU’s surprise toys can be found in a range of exclusive partnerships, each designed to offer unique, tailored experiences:
- Toys R Us exclusives: Mini Brands, NBA Ballers, My Mini Baby, Rainbocorns Eggzania Fairy Princess, and Pets Alive’s Magic Bunny
- Toy Kingdom exclusives: Rainbocorns Mermaidcorn, Mama Duck and Baby Surprise
- ToyZone exclusives: Mini Brands Sneakers
- All retailers: Rainbocorns Puppycorn Surprise, Kittycorn Surprise, Babycorns
Unwrapping more than just toys: The value of interactive play
As the unboxing trend evolves, so does its impact on child development. Surprise toys encourage sensory exploration and foster skills in observation, patience and sharing.
Whether it’s the enchantment of opening a Rainbocorn or discovering a new collectible in the Mini Brands series, ZURU’s commitment to delivering moments of magic for families this season is clear. With a wide selection of toys available in stores and online, the unboxing journey promises to be an unforgettable part of this year’s holiday celebrations.